New report assesses content marketing best practices and why “age of infographics is dying”

Content, content, content; it’s the mantra which every marketing team worth its salt today lives by. Yet focusing on quality over quantity should be the defining factor, according to a new study released by B2B analyst firm Clutch.

Almost 80% of the 300 survey respondents in the report agreed that increasing their company’s online visibility is the main goal of content marketing campaigns compared to the rest who prioritised lead generation. But how much is too much before you upset the SEO gods?

Rand Fishkin, founder of SEO software firm Moz, argues content marketing and SEO are two sides of the same coin who ‘very much need each other’. “As far as SEO goes, without content there are no rankings and there is no opportunity to appear in results,” said Fishkin. In other words, as the report puts it: ‘content marketing is only effective when it’s done strategically…this means you can’t just churn out article after article’.